🏔️ SEO < Digital Experience Optimization

Hi friend,

Lance from Avalanche here.

Today, I’m talking about how search engine optimization needs to become “digital experience optimization.”

A long time ago SEO used to be something that you could reverse engineer.

It was a game with cheat codes that could get you to the top of search engines and MAKE YOU MONEY.

And while there are certainly still some of those “tricking” or “black-hat” tactics still lingering, it’s changing. BIG TIME.

With Google’s recent API leak, we know that more signals outside of what we previously thought contribute to ranking factors.

Google is trying to be the best at providing searchers with the most relevant and trusted results and they’ll do anything legal (and borderline legal) to get there.

Why? Because it’s good for their business.

If Google could, they’d listen to every thought or conversation you have about a brand and factor that into the algorithm to determine who is trustworthy and what is relevant.

And that’s why I believe the difference between good and great SEO is colliding with “Digital Experience Optimization.”

What is Digital Experience Optimization?

According to Google’s own AI Overview:

Good SEO isn’t just about good content and quality backlinks to your website anymore.

It’s about building a brand with a great experience across every digital touchpoint.

Improve your digital experience by shifting your mindset to a mode of continuous improvement.

Marketing is a 9-letter word for test. Don’t be afraid to spend money to test what works as you seek better.

As Dan Campbell from The Detroit Lions needs to learn, What got you here won’t get you there.

Keep pushing the boundaries of what a great customer experience is from start to finish. From my experience, here’s one way to do that:

1. Benchmark your website against similar or competitor sites.
   Learn from what others have done to push the boundaries and work that info into your unique recipe.
2. Measure success. That doesn’t just mean setting up Google Analytics properly. Talk to your customers. Show them a list of digital channels you invest in and ask them, “Which of these influenced your decision to work with us?”
3. Make improvements and test theories. Find out what messaging works and find new channels and new ways to get it out in front of your customers.